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Creative Strategy- MEERQAT

Positioning Statement

“For your ambitious organization, MEERQAT is the platform that best builds and delivers tools that change the way you think about and do quality improvement, tools that educate and engage, tools that provide structure and help teams work together, because MEERQAT, and only MEERQAT, focuses on the creation of better tools so that your organization creates better outcomes.”

Message Strategy

For the purpose of the IMC, a cognitive message strategy ought to be implemented. Such strategy will ensure that rational arguments are being presented to the customers with logical pieces of information. Cognitive processing will be required by the ideas. Upon the use of the cognitive message strategy, the core of the message demonstrated in advertisements will be based on the the benefits or the attributes of MEERQAT. It will be through the customers’ use of MEERQAT that they will eventually be able to obtain benefits offered by the company.

Following the same premise, a unique selling proposition will be developed. The unique selling proposition will make an explicit claim of superiority or uniqueness of MEERQAT. In other words, a unique selling proposition will be used to give customers some hint about why the organization is different from its competitors. Besides, the unique selling proposition will be supported by evidence.

Following is the unique selling proposition to be used for the IMC:

“Case management, evaluation and quality improvement now made easy through MEERQAT’s customized and people-centered solutions.”

This unique selling proposition is rather persuasive and is the ultimate means of positioning the services offered by the organization to the prospective customers and the rest of the world. It must always be remembered that the strength of a unique selling proposition does not rely on the absolute uniqueness of the products offered by the company. Instead, the unique selling proposition can be developed upon the identification of an untouched or latent position in the market where a flag could be planted.

Selling services is no rocket science and can be achieved through a multitude of ways. However, the use of this unique selling proposition for the IMC specifically focuses on the big idea that can be utilized to position the brand of the organization into the market. Selling customized solutions to the customers for quality management is the gist of the unique selling proposition. It can be used as the big idea to distinguish the brand from those of the competitors and taking the needs of the customers into account.

Big Idea

In order to bring the strategy to life, the first important step is to compile all the bits and pieces of the overall strategy and put it on a single sheet of paper. This will then be used as a strategic framework providing guidelines to everybody involved in the IMC for operation. The strategy can be brought to life once it is shared with others to keep them on board and in alignment. Everybody must be given a brief of the context of the strategy so that they are better able to comprehend how the strategy was developed in the first place.

Next, every team or department involved in the operations of the IMC will be required to make their own strategies in line with the functions of their respective departments so that the overall strategy could be implemented. The strategic framework must be used on a consistent basis in the communications with people involved. In this manner, people shall become conversant with the strategic framework and realize what is important. While the unique selling proposition shall remain constant, the strategic framework must be updated and communicated regularly so that everybody is in loop and in the right frame of mind to understand the logic behind the reasons being taken. The effectiveness of the unique selling proposition ought to be tested. The visuals, slogans and headlines will be tested for creative impact and understanding to leave no room for last minute changes or imperfections.

 

 

Creative Appeals

Preemptive and rational appeals will be used to deliver the message to the customers. It is through the preemptive appeal that the message will be free of any competition. This is particularly because competitors never approach the customers that do not seek their services. In this manner, MEERQAT will have all the opportunity to introduce itself to the customers and persuade the customers by presenting evidence that the company is superior to its competitors. Preemptive marketing can be used to create customer confidence and build profitable relationships with the clients. It is, indeed, a precision target approach.

Rational or informative appeals will also be used for the purpose pf the IMC. Rational appeals tend to be informative and logical with the key focus on the need of the customers for functionality and practicality in the services or products that an organization has to offer. Advertisements  of the IMC will relay the unique selling proposition by focusing on the cost and features of the tools offered by MEERQAT. The prime focus of these advertisements will be riveted on the benefits associated with every service that the company has to offer to its customers. The advertisements will also provide some evidence to justify the claims of superiority made by the company.

Creative Execution

The creative execution of advertisements and other promotional methods will be based on factual message or straight-sell. This form of creative execution primarily depends on the presentation of information in a straightforward manner. For instance, the main focus will be on the specific benefits, attributes and services of the MEERQAT. In addition, a slight variation of straight-sell will also be used in the form of technical or scientific evidence. Claims will be supported or backed up by scientific, technical and factual information extracted from the records and reports of the company.

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